Crisis Communications and Management:
Just The Role Of PR?
In today’s business environment, organisations need to be prepared for a wide range of potential crises. These range from extreme weather conditions, product recalls, corporate malfeasance, cyberattacks or even acts of terrorism. The only thing that will be certain is that a crisis will hit without warning. Regardless of how prepared an organisation is, it is highly likely that it will be caught on the back foot; it is how it responds, that will determine how it survives the crisis. And because its survival concerns everyone in the organisation, crisis communications and management cannot be confined to just the role of public relations (PR).
On its own, crisis communications is intended to connect the organisation’s stakeholders and keep them “in the loop” when a negative event happens. While most companies have their own individual stakeholders to keep abreast of developments, “stakeholders” in the general sense are likely to include employees and their families, investors and shareholders, customers and clients, suppliers and contractors, the neighbouring communities, the media, regulators and the relevant authorities. Authorised company representatives will share information that allows them to address the situation, including protecting assets and employees, ensuring business continuity.
Firms need to respond quickly and confidently when incidents occur, although the manner in which this is done may vary according to their respective crisis management strategies. Communications in a crisis situation should always be clear, relevant and accessible. It needs to provide clarity and direction to employees, customers and collaborators at a time of uncertainty and confusion.
24 The IERP® Monthly Newsletter September - November 2021